mSix&Partners Appoints Tom White as Global Head of Performance

Global media, commerce and content agency mSix&Partners today announced the appointment of Tom White as global head of performance. Tom’s appointment comes on the heels of the promotion of Caroline Reynolds to global chief digital officer. Tom and Caroline will work in close collaboration to drive digital innovation and transformation for clients and partners by developing strategies that best support continued growth, through the seamless integration of brand campaigns and performance.

With over 10 years of experience in digital marketing and advertising, Tom has a track record of delivering performance solutions that help unlock business growth. His expertise encompasses analytics, data science and optimisation. Prior to mSix&Partners, he held senior positions at Brainlabs and iProspect, where he was, respectively, SVP data services and managing director, platforms & technology. In these roles, he managed the development and roll-out of new product propositions across many international markets, driving incremental commercial outcomes for clients.

“I’m thrilled to be joining mSix&Partners and help the agency further strengthen its offering in performance at this exciting time for the company. Brands are entering a new era of accountability, one that will be driven by near real-time business performance data and AI-powered media buying”, Tom said. “With rising expectations from the C-Suite that every penny of investment is contributing to the business’ bottom line, brands and agencies need to break down the silos of brand and performance and more fully embrace a performance mindset to deliver strong results and provable ROI”.

Tom will play a pivotal role in building mSix&Partners Performance practice, led by Caroline Reynolds. Caroline joined as chief digital officer, EMEA and UK, in October 2022 and became global chief digital officer in March 2023. With over 20 years of experience, Caroline has pioneered initiatives that have boosted the creation of digital opportunities for clients across the retail, automotive and luxury sectors and developed award-winning performance solutions that drove impressive results for numerous global brands, including H&M and Pandora.

Commenting on the appointment of Tom White, Caroline said, “I am delighted to welcome Tom to mSix&Partners and I look forward to what we can achieve together. His experience as a performance marketing trailblazer, along with his ability to devise data-first strategies tailored to the exact needs of each brand, is a perfect dovetail to our commitment to delivering impactful campaigns that make every penny count.”

Tom’s appointment shows how, once again, mSix&Partners is committed to staying ahead of the curve, by investing in performance talent and integrating brand and performance in a way that is hard to achieve for both specialist performance agencies and larger agency networks.”